Network-based marketing refers to a collection of marketing techniques that take advantage of links between consumers to increase sales. We concentrate on the consumer networks formed using direct interactions (e.g., communications) between consumers. We survey the diverse literature on such marketing with an emphasis on the statistical methods used and the data to which these methods have been applied. We also provide a discussion of challenges and opportunities for this burgeoning research topic. Our survey highlights a gap in the literature. Because of inadequate data, prior studies have not been able to provide direct, statistical support for the hypothesis that network linkage can directly affect product/service adoption. Using a new data set that represents the adoption of a new telecommunications service, we show very strong support for the hypothesis. Specifically, we show three main results: (1) "Network neighbors"-those consumers linked to a prior customer-adopt the service at a rate 3-5 times greater than baseline groups selected by the best practices of the firm's marketing team. In addition, analyzing the network allows the firm to acquire new customers who otherwise would have fallen through the cracks, because they would not have been identified based on traditional attributes. (2) Statistical models, built with a very large amount of geographic, demographic and prior purchase data, are significantly and substantially improved by including network information. (3) More detailed network information allows the ranking of the network neighbors so as to permit the selection of small sets of individuals with very high probabilities of adoption.

OBJECTIVE:Crowdsourcing research allows investigators to engage thousands of people to provide either data or data analysis. However, prior work has not documented the use of crowdsourcing in health and medical research. We sought to systematically review the literature to describe the scope of crowdsourcing in health research and to create a taxonomy to characterize past uses of this methodology for health and medical research. DATA SOURCES: PubMed, Embase, and CINAHL through March 2013. STUDY ELIGIBILITY CRITERIA: Primary peerreviewed literature that used crowdsourcing for health research. STUDY APPRAISAL AND SYNTHESIS METHODS: Two authors independently screened studies and abstracted data, including demographics of the crowd engaged and approaches to crowdsourcing. RESULTS: Twenty-one health-related studies utilizing crowdsourcing met eligibility criteria. Four distinct types of crowdsourcing tasks were identified: problem solving, data processing, surveillance/monitoring, and surveying. These studies collectively engaged a crowd of >136,395 people, yet few studies reported demographics of the crowd. Only one (5 %) reported age, sex, and race statistics, and seven (33 %) reported at least one of these descriptors. Most reports included data on crowdsourcing logistics such as the length of crowdsourcing (n=18, 86 %) and time to complete crowdsourcing task (n=15, 71 %). All articles (n=21, 100 %) reported employing some method for validating or improving the quality of data reported from the crowd. LIMITATIONS: Gray literature not searched and only a sample of online survey articles included. CONCLUSIONS AND IMPLICATIONS OF KEY FINDINGS:Utilizing crowdsourcing can improve the quality, cost, and speed of a research project while engaging large segments of the public and creating novel science. Standardized guidelines are needed on crowdsourcing metrics that should be collected and reported to provide clarity and comparability in methods. INTRODUCTIONCrowdsourcing is an approach to accomplishing a task by opening up its completion to broad sections of the public. Innovation tournaments, prizes for solving an engineering problem, or paying online participants for categorizing images are examples of crowdsourcing. What ties these approaches together is that the task is outsourced with little restriction on who might participate. Despite the potential of crowdsourcing, little is known about the applications and feasibility of this approach for collecting or analyzing health and medical research data where the stakes are high for data quality and validity.One of the most celebrated crowdsourcing tasks was the prize established in 1714 by Britain's Parliament in the Longitude Act, offered to anyone who could solve the problem of identifying a ship's longitudinal position.1 The Audubon Society's Christmas Bird Count began in 1900 and continues to this day as a way for "citizen scientists" to provide data that can be used for studying bird population trends.2 However, today the world has 2.3 billion Internet users an...

Medical message boards are online resources where users with a particular condition exchange information, some of which they might not otherwise share with medical providers. Many of these boards contain a large number of posts and contain patient opinions and experiences that would be potentially useful to clinicians and researchers. We present an approach that is able to collect a corpus of medical message board posts, de-identify the corpus, and extract information on potential adverse drug effects discussed by users. Using a corpus of posts to breast cancer message boards, we identified drug event pairs using co-occurrence statistics. We then compared the identified drug event pairs with adverse effects listed on the package labels of tamoxifen, anastrozole, exemestane, and letrozole. Of the pairs identified by our system, 75–80% were documented on the drug labels. Some of the undocumented pairs may represent previously unidentified adverse drug effects.

PURPOSE While patients often use the internet as a medium to search for and exchange health-related information, little is known about the extent to which patients use social media to discuss side effects related to medications. We aim to understand the frequency and content of side effects and associated adherence behaviors discussed by breast cancer patients related to using aromatase inhibitors (AIs), with particular emphasis on AI-related arthralgia. METHODS We performed a mixed methods study to examine content related to AI associated side effects posted by individuals on 12 message boards between 2002 and 2010. We quantitatively defined the frequency and association between side effects and AIs and identified common themes using content analysis. One thousand randomly selected messages related to arthralgia were coded by two independent raters. RESULTS Among 25,256 posts related to AIs, 4,589 (18.2%) mentioned at least one side effect. Top-cited side effects on message boards related to AIs were joint/musculoskeletal pain (N=5,093), hot flashes (1,498), osteoporosis (719), and weight gain (429). Among the authors posting messages who self-reported AI use, 12.8% mentioned discontinuing AIs, while another 28.1% mentioned switching AIs. Although patients often cited severe joint pain as the reason for discontinuing AIs, many also offered support and advice for coping with AI-associated arthralgia. CONCLUSIONS Online discussion of AI-related side effects was common and often related to drug switching and discontinuation. Physicians should be aware of these discussions and guide patients to effectively manage side effects of drugs and promote optimal adherence.

A data mining (DM) process involves multiple stages. A simple, but typical, process might include preprocessing data, applying a data-mining algorithm, and postprocessing the mining results. There are many possible choices for each stage, and only some combinations are valid. Because of the large space and non-trivial interactions, both novices and data-mining specialists need assistance in composing and selecting DM processes. We present the concept of Intelligent Discovery Assistants (IDAs), which provide users with (i) systematic enumerations of valid DM processes, in order that important, potentially fruitful options are not overlooked, and (ii) effective rankings of these valid processes by different criteria, to facilitate the choice of DM processes to execute. We use a prototype to show that an IDA can indeed provide useful enumerations and effective rankings. We discuss how an IDA is an important tool for knowledge sharing among a team of data miners. Finally, we illustrate all the claims with a comprehensive demonstration using a more involved process and data from the 1998 KDDCUP competition.

Aim of the study Twitter has over 500 million subscribers but little is known about how it is used to communicate health information. We sought to characterize how Twitter users seek and share information related to cardiac arrest, a time-sensitive cardiovascular condition where initial treatment often relies on public knowledge and response. Methods Tweets published April–May 2011 with keywords cardiac arrest, CPR, AED, resuscitation, heart arrest, sudden death and defib were identified. Tweets were characterized by content, dissemination, and temporal trends. Tweet authors were further characterized by: self-identified background, tweet volume, and followers. Results Of 62,163 tweets (15,324, 25%) included resuscitation/cardiac arrest-specific information. These tweets referenced specific cardiac arrest events (1130, 7%), CPR performance or AED use (6896, 44%), resuscitation-related education, research, or news media (7449, 48%), or specific questions about cardiac arrest/resuscitation (270, 2%). Regarding dissemination (1980, 13%) of messages were retweeted. Resuscitation specific tweets primarily occurred on weekdays. Most users (10,282, 93%) contributed three or fewer tweets during the study time frame. Users with more than 15 resuscitation-specific tweets in the study time frame had a mean 1787 followers and most self-identified as having a healthcare affiliation. Conclusion Despite a large volume of tweets, Twitter can be filtered to identify public knowledge and information seeking and sharing about cardiac arrest. To better engage via social media, healthcare providers can distil tweets by user, content, temporal trends, and message dissemination. Further understanding of information shared by the public in this forum could suggest new approaches for improving resuscitation related education.

Many patients are willing to share and link their social media data with EMR data. Sharing patients have several demographic and clinical differences compared with non-sharers. A database that merges social media with EMR data has the potential to provide insights about individuals' health and health outcomes.

We studied whether medical conditions across 21 broad categories were predictable from social media content across approximately 20 million words written by 999 consenting patients. Facebook language significantly improved upon the prediction accuracy of demographic variables for 18 of the 21 disease categories; it was particularly effective at predicting diabetes and mental health conditions including anxiety, depression and psychoses. Social media data are a quantifiable link into the otherwise elusive daily lives of patients, providing an avenue for study and assessment of behavioral and environmental disease risk factors. Analogous to the genome, social media data linked to medical diagnoses can be banked with patients’ consent, and an encoding of social media language can be used as markers of disease risk, serve as a screening tool, and elucidate disease epidemiology. In what we believe to be the first report linking electronic medical record data with social media data from consenting patients, we identified that patients’ Facebook status updates can predict many health conditions, suggesting opportunities to use social media data to determine disease onset or exacerbation and to conduct social media-based health interventions.